Which paper product brands do AI assistants recommend in Spain? Q4 2026
In Spain, AI assistants most often recommend Scottex, Kleenex and Renova for paper products. Scottex is named by 4 of 5 assistants.
What the data says
Scottex (Kimberly-Clark) is the paper product brand AI assistants recommend most in Spain, taking 21.7% of all recommendation points across 5 assistants. Kleenex follows with 13.1% and Renova is third with 11.7%.
Scottex's lead over Kleenex is 8.6 points, a clear advantage in how AI shortlists the category.
ChatGPT, DeepSeek and Grok put Scottex first, while Claude favours Tempo and Gemini favours Renova.
The top five brands hold 65% of recommendations out of 16 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Scottex | Kimberly-Clark | 21.7% | 95 | – | 95 | 40 | 95 |
| 2 | Kleenex | Kleenex | 13.1% | 35 | 25 | 47 | 35 | 55 |
| 3 | Renova | Renova | 11.7% | 70 | – | – | 85 | 20 |
| 4 | Colhogar | Essity | 11.3% | 20 | – | – | 80 | 70 |
| 5 | Tempo | Essity | 7% | – | 85 | – | – | 20 |
| 6 | Foxy | ICT Group | 5.1% | 52 | – | – | 24 | – |
| 7 | Bosque Verde | Mercadona | 4.8% | 28 | – | – | 24 | 20 |
| 8 | Regio | Sofidel | 4.7% | – | – | 70 | – | – |
| 9 | Mercadona | Mercadona | 4% | – | 36 | 24 | – | – |
| 10 | Carrefour | Carrefour | 4% | – | 60 | – | – | – |
| 11 | Bounty | Procter & Gamble | 3.7% | – | 35 | – | – | 20 |
| 12 | Delipapel | Mercadona | 3.5% | – | – | 52 | – | – |
| 13 | Lotus | Lotus | 2.3% | – | 35 | – | – | – |
| 14 | Frosch | Werner & Mertz | 1.6% | – | 24 | – | – | – |
| 15 | Tork | Essity | 0.8% | – | – | 12 | – | – |
| 16 | Foxy Asso | ICT Group | 0.8% | – | – | – | 12 | – |
Questions about AI paper product recommendations
- Which paper product brand does ChatGPT recommend most in Spain?
- ChatGPT recommends Scottex most often for paper product in Spain. Across all assistants, Scottex leads with 21.7% of recommendations.
- Which paper product brand is improving fastest in Spain?
- Kleenex has the strongest momentum among challengers: AI names it first in 4 of 7 answers where it appears, while holding 13.1% share. This is the first Q4 2026 reading; change over time will be shown from the next update.
- How is the ranking calculated?
- We ask each AI assistant the questions shoppers ask in each category and market, record the top five brands it names, and give 35, 25, 20, 12 and 8 points for positions one to five. Share is a brand's points divided by all points awarded.
Paper Products: AI rankings by country
Covers: Paper Towels, Tissues, Toilet Paper.
Method: each AI assistant is asked the shopper questions for every segment in the category and market; the top five brands named score 35, 25, 20, 12 and 8 points. Share is a brand's points divided by all points awarded. Rankings reflect AI answers, not sales.
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